Research On Green Consumer Lifestyle

Chinese enterprises in the implementation of green marketing have a series inadequate, because the green marketing was not grasp the profound meaning and the lack of consumer demand for green consumer understanding. The most prominent is the lack of green marketing idea, green Marketing means backward and a single green product. From the theoretical study of view, our country's view of green consumption behavior is very less and more using of qualitative research- based than positive analysis, As socio-economic and cultural differences, countries of the green consumers tend to vary, while abroad on green consumption behavior of many, copy the foreign-related conclusion of the study is clearly unworkable.Research on consumer behavior often can not be separated from market segmentation, many people think that the market segmentation is now marketing the strategic areas of core concepts. Many studies abroad proved difficult as the demographic characteristics of the green consumer market segmentation variables. Based on these realities and the needs of the lack of theoretical research, this paper reviews the market segmentation, green consumption and lifestyle of the literature firstly, and later, points out the green consumer lifestyle study of the theoretical framework, so as to explore the characteristics of the Green Consumer. This paper make the theory of lifestyle segments and demographic and lifestyle variables as basis to describe the characteristics of consumers on the target market.This Paper uses a quota sample questionnaire to obtain samples of data, and implement exploratory study according to research methods which are pointed out by the theoretical framework. Firstly, we measured the reliability and effectiveness of Research tools by exploratory factor analysis, the result showed that Scale structure is effective and suitable for factor analysis. And later, through factor analysis, we extracted lifestyle factors. Thirdly, we grouped samples by cluster analysis, and test that there are significant differences among the groups. Next, we listed some factors such as lifestyle factors, demographic characteristics, environmental awareness, health awareness, price sensitivity to be descriptive variables, and describe the characteristics of different groups of consumers. The last, this paper discussed the relevant conclusions and inspiration.